Planning the Organization's presences on all screens and devices in a coherent and clear way is a big challenge. Many questions rise in the process - Which is better - A mobile app or a Mobile web site? What is the best methodology - Responsive Web Design or a Dedicated mobile web site? Which digital service should be present on which screen? And more. The presentation covers those questions and some more base on our hands on experience and data analysis gathered from our leading customers.

1. DIGITAL
MULTI SCREEN
STRATEGY 2013
October 2013
Shay Rosen, Head of Strategy & consulting

3. • Strategy
Business analysis, Concept creation, UX, UI
• Technology
Robust, Smart, efficient content management & e commerce platforms for mega
sites
• User Experience
Powering Israel’s largest and most successful enterprises Websites & Mobile apps

4. enterprise level web and mobile
development
nearshore development
and quality assurance
email marketing and
automation
email marketing for
small businesses
RWD mobile adaptation for
existing websites
r

5. Mobile application platform to build, run, and manage mobile apps
• Representing Worklight in Israel since 2010
• Robust Worklight implementation record
Selected customers

6. Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539
SHAY ROSEN
HEAD OF STRATEGY & CONSULTING
REALCOMMERCE

8. Major change in day to day life

9. How Major?
Really
Extremely
Definitely
Major(!)

11. 2010

12. 1ST MULTI SCREEN STRATEGY
WWW
app

13. Is it really the best way to address customers?

14. MOBILE WEB BROWSING
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
2009 2010 2011 2012
Source: Statcounter web analytics report

15. 2nd MULTI SCREEN STRATEGY
Mobile Websites

16. Mobile Website Apps
User Experience
Onscreen Presence
TCO
TTM
Content Management
Promotion costs
Updates
Mobile websites VS. Mobile apps
For corporates and enterprises - In most cases
Mobile Websites are better than mobile apps

18. A little more about “mobile web sites”
800px 640px1024px
Responsive Web Design

19. RESPONSIVE WEB DESIGN EXAMPLES

20. Responsive Web M Dot
SEO
Link Redirects
TCO
Maintenance
Integrations
SSL
Content Management
Branding, Look & feel
M DOT VS RESPONSIVE WEB DESIGN
For corporates and enterprises - In most cases
Responsive is better than M dot

21. 3 TYPES OF CUSTOMERS
Potentials
Casual
Regular
Website/
Marketing app
Website/
Self care app
Self care app
Attract
Create
relationship
Strengthen
relationship

22. REAL LIFE CUSTOMER BEHAVIOR

23. 3rd MULTI SCREEN STRATEGY
800px 640px1024px
Marketing
app(s)
Innovation
App(s)
Self care/
commerce
app(s)

24. USAA – MULTI SCREEN + INNOVATION

25. A MULTI SCREEN ORGANIZATION

26. A MULTI SCREEN ORGANIZATION

27. A MULTI SCREEN ORGANIZATION

28. SO?
Which Strategy
Is Right For You?

29. The Multi Screen Customer Journey
Awareness Consideration PurchaseDecision Post Sale
Website
Mobile
Website
Mobile
app
Attraction Information SalesTools/ upsell Service

30. Key questions to ask
Frequency of
use
High Low
Importance of
UX
Critical
Not
Critical
Type of
customer
Existing New
app appappWeb WebWeb

31. Case Study (1) – Supermarket Chain
Expected frequency of use: Once a week
Importance of user experience: Critical
Type of customer: Existing

32. Supermarket Multi Screen Customer Journey
Awareness Consideration PurchaseDecision Post Sale
Website
Mobile
Web
Mobile
app
Attraction Information SalesTools/ upsell Service

33. Supermarket Chain Strategy – Website + app

34. Case Study (2) – Strauss Water Israel
Expected frequency of use: not frequent
Importance of user experience: medium
Type of customer: New & Existing

35. Strauss Water Multi-screen Customer Journey
Awareness Consideration PurchaseDecision Post Sale
Website
Mobile
Web
Mobile
app
Attraction Information SalesTools/ upsell Service

36. Wrap up
You are already doing multi screen
Think again how your customers are seeing you
in all screens
Keep the customer journey in mind
Analyze contact points by Frequency, UX importance and type
of customer
Remember the key questions: Frequency, UX, Type of
customer
Think what will generate real value and ROI
30% of your traffic comes from mobile devices.
Are you investing 30% of your budget on mobile
websites/ apps?

37. How can realcommerce help?
Plan your Multi-Screen strategy right
Create a winning UX& UI
Make your existing website responsive with
Build a robust Mobile Development Infrastructure with
Plan & develop
Responsive website
Native & Hybrid smartphone apps

39. THANKS!
May 2013
Shay Rosen, Head of Strategy & consulting

40. Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539
SHAY ROSEN
HEAD OF STRATEGY & CONSULTING
REALCOMMERCE